Alan Martin, golf general manager at Another Place, The Machrie, talks about running a links destination on Islay – recruitment on a remote island, the logic behind a winter closure and why Another Place, The Machrie now rivals anything else in Scotland.
Can you give us an overview of your role at Another Place, The Machrie and what it’s like operating a golf business on a remote island like Islay?
As the golf general manager, I am accountable for everything golf, working closely with the hotel general manager and the wider commercial team to ensure desired business objectives are met. The Isle of Islay is truly unique and part of our objective is showcasing that we are not as remote as you may think. There are multiple ferry crossings per day and two flights per day from Glasgow, less than a 30-minute flight. Yes, there are some usual challenges about being on an island, however, there is so much to offer on the island from golf to whisky and the incredible wildlife and sweeping landscape.
Recruitment and retention are industry-wide challenges – how do you approach this in a remote location, particularly with seasonal demand?
We have a good core team and being able to offer staff accommodation both on and off site helps fulfil seasonal needs. We are engaged with the local school which has led to us employing three apprentice greenkeepers.
How does island life impact sourcing materials and managing the course, and what adaptations have you had to make operationally?
In general, we must plan more than venues on the mainland, maybe hold some additional high use spare parts and so on, but managing the golf course is very similar to other links venues in Ayrshire and the west coast of Ireland.
How do you effectively market Another Place, The Machrie as a destination venue where travel is part of the commitment?
Part of the appeal of Another Place, The Machrie is the journey getting here, the drive through the mountains and alongside the lochs is spectacular. There is a sense of novelty by taking a ferry or a twin propeller plane to reach your destination, it helps build your anticipation and excitement. It’s a truly unique course. Here on the Hebridean island of Islay, golf is shaped as much by Atlantic light and shifting ocean wind as by the course itself. It has a scale and openness that often makes it feel like you have the course to yourself.
Another Place, The Machrie’s ‘winter pause’ is a bold approach – what’s the thinking behind it and how does it benefit the business overall?
I’m not sure about bold but certainly logical currently. It gives the golf course a rest and allows the team time to carry out mini winter projects. We have seen positive results this spring and into summer, the golf course is in prime condition. From the hotel side, it allows us the time to carry our room and facility upgrades, general repairs and maintenance. In addition, the ‘pause’ gives the team some well-deserved down-time ahead of the next high season.
What has driven the recent course changes, and how do you balance modern expectations with preserving its links character?
The recent changes elevate Another Place, The Machrie from a great ‘old school’ quirky links course to a modern championship standard, to be played in all conditions and most definitely competes with anything else in the country. The golf course is very playable but not easy to score, many of the traditional features have been retained subtly and in strategic locations, this combined with a robust authentic links agronomy programme, golfers are in for a real treat here at The Machrie.
What do US golfers expect from a links experience, and how do you ensure you deliver on that?
A natural challenge. Firm fast fairways, a variety of holes, a stiff sea breeze and lots of short grass run-off around greens. The design and course conditions help tick all the boxes here. An authentic off-course experience is also high on the list for international visitors.
How important is working with other clubs across neighbouring islands in building a stronger golf destination?
Islay and the Machrie is a destination of its own, being on an island helps create that, combined with the great whisky reputation, we have an array of offerings to complement the golf. Most golf guests stay two nights and play two or three rounds. Our ‘Wee Course’ and Hebrides Putting Course help add to the overall golf experience/offerings.
What lessons from operating in a remote destination could mainland clubs take, and what are the biggest challenges facing the industry right now?
I am not sure there is any difference based on location; there is pressure on all clubs and resorts to produce the desired financial results while maximising the guest experience. All areas of the facility must contribute and be as operationally efficient as possible. It’s a bit cliché, but all the small details matter significantly.
What’s next for Another Place, The Machrie over the next 12 to 18 months?
We are continuing to promote The Machrie as a top golf destination and have a few plans pending that will help us further enhance the overall golf experience. I can’t give too much away but The Machrie is worth the visit.
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